Lowe wins 150m HSBC rebranding

Multinational banking company HSBC has appointed Lowe & Partners Worldwide to handle its 150m global advertising account.

Multinational banking company HSBC has appointed Lowe & Partners Worldwide to handle its 150m global advertising account.

The driving force behind the move is the global rebranding and advertising of all HSBC banks. In the UK, HSBC-owned Midland Bank began this process last November. But the Anglo-Chinese parent company has 18 other brand names in 79 countries around the world.

Lowe won the account against BBDO, Bates Dorland, and Ogilvy & Mather.

A spokesman for HSBC says the team in charge of choosing the agency, headed by corporate affairs director Michael Broadbent and Midland board advisor Mary Jo Jacobi, have recommended an agency which will go to the HSBC board to be approved.

One of the creative ideas the agency is understood to have put forward revolved around the bank’s red and white symbol. The treatment urges customers “to live, eat and breathe the hexagon”.

It is unclear whether Lowe will replace the local agencies it works with and handle all the bank’s advertising, or whether it will sit above them, solely producing rebranding work.

In the UK, HSBC agency St Luke’s began producing rebranding work last year, and is understood to be working for the bank until at least the end of the year.

The HSBC spokesman adds: “Midland, in the process of changing its name to HSBC, will continue its relationship with St Luke’s. The new agency might get involved in local ads but it has an umbrella role.”

HSBC has spent 30m so far on rebranding, but it has global assets of 300bn.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here